Društvene mreže kao kanal prodaje modnog asortimana

master's thesis

• Title (english): Social networks as a channel for fashion range sales
• Author: Marina Razum
• Mentor: Sanda Soucie (mentor)
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2025-02-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Društvene mreže omogućuju modnim markama izravan kontakt s kupcima, stvarajući personaliziranije iskustvo kupovine, povećavajući prepoznatljivost marki i poboljšavajući prodajne rezultate. Ovaj rad istražuje ulogu društvenih mreža kao kanala za prodaju modnog asortimana, s posebnim naglaskom na njihove prednosti i izazove. Istraživanje se temelji na analizi sekundarnih izvora i anketnog upitnika provedenog među korisnicima društvenih mreža. Rezultati pokazuju da mlađa generacija koristi društvene mreže kao ključan alat za kupovinu, pri čemu Instagram i TikTok dominiraju kao najpopularnije platforme. Ispitanici su istaknuli brzinu i jednostavnost kupovine kao glavne prednosti, dok su sigurnost i kvaliteta proizvoda prepoznati kao izazovi. Rad nudi detaljnu analizu o primjeni društvenih mreža za prodaju luksuzne i brze mode te izazove s kojima se suočavaju modni proizvođači i trgovci.

Abstract (english)

This thesis explores the role of social networks as a sales channel for fashion ranges, with a focus on their advantages and challenges. Social networks enable fashion brands to engage directly with consumers, creating a more personalized shopping experience, increasing brand awareness, and improving sales performance. The research is based on an analysis of secondary sources and a survey conducted among social media users. Results show that younger generations use social networks as a key shopping tool, with Instagram and TikTok being the most popular platforms. Respondents highlighted speed and ease of purchase as key advantages, while concerns about security and product quality were identified as challenges. The thesis provides a detailed analysis of the application of social networks in selling luxury and fast fashion, as well as the challenges faced by fashion brands.

• Keywords: društvene mreže; prodaja modnog asortimana; modna industrija; digitalni marketing; Instagram; TikTok; influencer marketing
• Keywords (english): social networks; fashion range sales; fashion industry; digital marketing; Instagram; TikTok; influencer marketing.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:260782
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2025-02-28 18:29:25